An analysis of the success of a promotional plan depends on its objectives. Revisions should be made if pre-set goals are not achieved. Here are some ways to test the effectiveness of a promotional effort: Testing the effectiveness of a promotional effort....
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Implementing the Promotional Mix
The implementation of a promotional mix involves choosing which specific media to use (such as Newspaper A and Newspaper B), timing, message content, the makeup of the sales force, specific sales promotion tools, and the responsibility for coordination. Media...
Selecting the Promotional Mix
After a budget is set, the promotional mix is determined: the retailer’s combination of advertising, public relations, personal selling, and sales promotion. A firm with a limited budget may rely on store displays, Web site traffic, flyers, targeted direct mail, and...
Establishing an Overall Promotional Budget
There are five main procedures for setting the size of a retail promotional budget. Retailers should weigh the strengths and weaknesses of each technique concerning their requirements and constraints. To assist firms in their efforts, there is now computer software...
Planning a Retail Promotional Strategy
A systematic approach to promotional planning is shown in the following Figure and explained next. Planning a retail promotional strategy Determining Promotional Objectives A retailer’s broad promotional goals are typically drawn from this list. In...